UmamiPapi

From start-up to Australia’s favourite condiment.

Scaling UmamiPapi from small-batch startup to Australia’s favourite condiment brand with bold design and robust Shopify development.

Industry

Food & beverage

Services

Strategy , Design , Development

Tech & Partners

Shopify Plus , Recharge

Website

umamipapi.com.au

UmamiPapi began as a small startup with a cult following, but needed a digital presence that could scale as fast as its growth. We designed and developed a Shopify experience that captures the brand’s bold personality while ensuring strong foundations for eCommerce and wholesale expansion.

An off the shelf theme served as a great start for UmamiPapi, but to become a serious player in the market, they needed a theme with more personality. By integrating key apps like Recharge & through creating a 🔥 loyalty program, we created fun & engaging experiences encouraging customer repurchase.

The result: a site as fun and flavourful as the brand itself, built for both conversion and long-term growth.

Optimised conversion

90% increase in online orders compared to the previous 12 months.

Brand elevation

Overhaul of UmamiPapi’s site visuals to reflect the fun nature of the brand.

Chilli oil subscription

Customers get regular chilli oil fix and UmamiPapi get predictable, reoccurring revenue as they grow.

“Without our Shopify platform, there will be no online store for UmamiPapi customers to purchase these delicious jars of chilli oils - and if I really want to grow the business, I would need guidance from the right people. That’s when Jacob and I met and we’ve been working with together ever since.”

Ethan Yong, Founder & CEO, UmamiPapi

Want what they’re having? Let’s chat.

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Frequently Asked Questions

Why was Shopify Plus chosen for Umami Papi?

Shopify Plus offered the perfect balance of performance and flexibility for a fast-growing food brand like Umami Papi. It gave us the ability to scale seamlessly, handle high-volume traffic during product drops, and maintain a smooth checkout experience no matter how busy things got. Plus, its automation tools helped the team manage orders, fulfilment and marketing without added complexity.

How did you bring the brand’s personality to life online?

Umami Papi has a bold, energetic identity — and it was crucial the website reflected that. We designed a custom Shopify theme that captures the brand’s flavour and attitude through vibrant visuals, expressive typography and punchy product storytelling. Every detail, from layout to motion, was crafted to make the online experience as addictive as the product itself.

How did the Recharge integration improve the customer experience?

Integrating Recharge allowed Umami Papi to introduce product subscriptions — giving loyal fans the option to have their favourite sauces delivered automatically. This added convenience for customers while helping the brand build recurring revenue and stronger customer relationships. We worked closely with the Recharge API to ensure the subscription flow felt fully native to Shopify Plus, with a seamless checkout and consistent design experience.

Scaling UmamiPapi from cult startup to supermarket shelves with Shopify Plus design and development.

UmamiPapi started as a small-batch chilli oil brand with bold ambitions. As demand skyrocketed, the business needed more than just an online store — it required a scalable ecommerce platform that could support direct-to-consumer sales and wholesale expansion simultaneously.

We designed and developed a Shopify experience that reflects UmamiPapi’s energetic brand identity while building the technical foundation for growth. Recharge integration allowed customers to subscribe easily, driving repeat purchases and improving lifetime value. Alongside UX design and conversion optimisation, our ongoing partnership ensures the site adapts as the brand scales.

The results have been remarkable. Today, UmamiPapi is stocked in over 300 Coles supermarkets nationwide, supported by a loyal direct-to-consumer audience online. With a Shopify Plus build designed for scalability, the brand is equipped for continued expansion into both retail and wholesale markets. Our collaboration with founder Ethan highlights how the right blend of design, technology, and ecommerce strategy can take a startup from kitchen bench to supermarket shelves.

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